Powergen poaches Barclays marketer for relaunch

LONDON - Powergen has poached senior Barclays marketer Paul Parmenter to be sales and marketing director for its retail business.

He will oversee a relaunch that positions the brand as an environmentally friendly and family-focused energy supplier.

Parmenter, who pioneered Barclaycard’s sponsorship of the FA Premiership during a five-year spell as marketing director, takes up the job in December. He will report to Powergen’s retail managing director Nick Horler.

His appointment casts uncertainty on the role of Powergen marketing director John Evans, who oversaw the electricity company’s expansion into gas and telecoms. Evans will report to Parmenter in the short term, but a spokeswoman said Powergen’s German parent company Eon was seeking other opportunities for him within the group.

The appointment comes as Powergen launches a communications strategy that will give it a distinct positioning as an environmentally responsible utilities brand. It has been working with Interbrand to pinpoint its brand values and devise a strategy for communicating these throughout the organisation.

Rainey Kelly Campbell Roalfe/Y&R is working on ads and idents for its ITV weather sponsorship, understood to involve TV spots featuring blue skies and acres of wind farms. They will break at the end of November,

Powergen is also working with Sonicbrand, the sound and music agency, to devise a single piece of music to be applied across all its communications, from TV ads and sponsorship to its telephone on-hold service.

Powergen already has 17 windfarms throughout the UK and Ireland. The maximum output from its renewable energy sources is still only 135 megawatts compared with around 8700 from traditional power stations. But it is committed to increasing its renewable energy capacity to 1000 megawatts by 2010.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign